View source for Darlie

{{Short description|Brand of toothpaste}}
{{Infobox brand
| name = Darlie
| logo = Darlie logo 2024.png
| logo_upright =
| logo_alt = A widely smiling man in a tophat next to the product name
| logo_caption =
| image =
| image_upright =
| alt =
| caption = Darlie toothpaste package over the years
| producttype = [[Oral hygiene]]
| currentowner = Hawley & Hazel
| producedby = Hawley & Hazel
| country = [[Republic of China]] (1933–)<br>[[British Hong Kong|Hong]] [[Hong Kong|Kong]] (1973–)
| introduced = {{start date and age|df=y|1933|12|7}}
| markets = [[Southeast Asia]]
| previousowners =
| tagline  =
| website  = {{official URL}}
}}
'''Darlie''' (originally known as '''Darkie''') is an oral care brand owned and manufactured by the Hawley & Hazel Company with focus on Chinese and Southeast Asian markets. The company is headquartered in [[Hong Kong]] with manufacturing facilities in [[Zhongshan]]. The name, logo, and brand-mascot of the company had been the subject of controversy regarding racial stereotyping.
==History==
[[File:Darkie Toothpaste.jpg|thumb|Darkie toothpaste packaging from Thailand in 1988]]
The brand was launched as Darkie in [[Shanghai]] in the 1930s.<ref>{{Cite web | title=HKGCC - Hong Kong Business Directory| url=https://www.chamber.org.hk/en/membership/directory_detail.aspx?member_cate=HKM&id=HKH0900| access-date=2021-08-26| website=www.chamber.org.hk}}</ref> [[Colgate-Palmolive]] acquired 50% equity in Hawley & Hazel in 1985.<ref>{{Cite web| title=Investegate {{!}}Colgate-Palmolive Co Announcements {{!}} Colgate-Palmolive Co: Colgate Announces Acquisition of GABA Holding AG| url=https://www.investegate.co.uk/colgate-palmolive-co--clg-/prn/colgate-announces-acquisition-of-gaba-holding-ag/20031218132556P5244/| access-date=2021-08-26|website=www.investegate.co.uk}}</ref> After the entry of Colgate-Palmolive, the brand continued to be sold in several Asian countries, including [[Taiwan (ROC)]], [[China]], [[Indonesia]], [[Malaysia]], [[Singapore]], [[Vietnam]] and [[Thailand]].{{efn|The "Darkie" brand and logo are not considered offensive in these countries.}} Colgate-Palmolive announced the brand would not be sold outside of Asia.<ref>{{cite news | url=https://news.google.com/newspapers?id=WComAAAAIBAJ&pg=5164,643000 |title='Darkie' toothpaste puts company in a squeeze |date=1986-03-01 |publisher=Baltimore Afro-American |access-date=2015-12-04 |via=Google}}</ref> Darkie experienced an increase in popularity and notoriety in 2004 after the toothpaste, along with other racially-charged name brands, were featured in mock-advertisements contained in the [[mockumentary]] ''[[C.S.A.: The Confederate States of America]]''.{{Citation needed|date= November 2022}} It was depicted as a fictional brand that is popular in the [[alternative history]] of the film; the final credits reveal that it, along with most of the other brands advertised, were at one time genuine products.<ref>{{cite news |last=McCarthy |first=Todd |url=https://variety.com/2004/film/reviews/c-s-a-the-confederate-states-of-america-1200534602/ |title=Review: 'C.S.A.: The Confederate States of America' |date=2004-03-09 |work=Variety |access-date=2013-10-29}}</ref>
==Naming==
Hawley & Hazel marketed Darkie toothpaste using a parody of American minstrel performer [[Al Jolson]] (who had become popular for his [[blackface]] performances), as its logo and brand identification.{{efn|The whiteness of Jolson's teeth inspired the brand name and logo.}} "''[[List of ethnic slurs#D|Darky]]''," (or "''darkie''"), is a term that can be used as a [[Racism|racial slur]] for [[Black people]]. The packaging featured an image of a wide-eyed white man in [[blackface]], wearing a [[top hat]], [[monocle]], and bow-tie, an image closely associated with [[minstrel show]]s.{{Citation needed|date= November 2022}}
[[File:Al Jolson.jpg|thumb|upright=.6|left|Singer [[Al Jolson]] inspired the "Darkie" logo design]]
In 1985, when Colgate-Palmolive acquired 50% of Hawley & Hazel, controversy erupted over the brand in the [[United States]], to which Colgate-Palmolive CEO Ruben Mark responded by issuing an apology.  He changed the English name of the toothpaste to "Darlie" in 1989, and altered the image on the packaging to show a racially ambiguous face in a top hat.<ref>{{cite news | title=Darkie Drops Offensive Name and Logo |work=Straits Times |date=1989-01-29 |page=6 |format=JPEG |archive-url=https://web.archive.org/web/20151204152741/http://download950.mediafire.com/jqp6xycsq1kg/2q4q1aikax00nnp/Darkie+19890129+p6.jpg |archive-date=2015-12-04 |url=http://download950.mediafire.com/jqp6xycsq1kg/2q4q1aikax00nnp/Darkie+19890129+p6.jpg |url-status=dead }}</ref> The Chinese name of the brand, "黑人牙膏" (English: "Black Person Toothpaste"), however, remained the same and a Chinese-language advertising campaign reassured customers that "Black Person Toothpaste is still Black Person Toothpaste".<ref>{{cite web |author=hkcfphobia |url=https://www.youtube.com/watch?v=EM9C2esCG24  |archive-url=https://ghostarchive.org/varchive/youtube/20211221/EM9C2esCG24 |archive-date=2021-12-21 |url-status=live|title=【HKTVC】Darlie 黑人牙膏 1990/20sec |date=2007-08-01 |publisher=YouTube |access-date=2013-10-29}}{{cbignore}}</ref>
On June 19, 2020, following the [[murder of George Floyd]] and [[George Floyd protests|subsequent protests]], Colgate-Palmolive announced it would work with Hawley & Hazel "...to review and further evolve all aspects" of the Darlie brand, including the brand name.<ref>{{cite web | url=https://www.nbcnews.com/news/world/colgate-palmolive-review-product-s-name-translates-black-people-toothpaste-n1231514| title=Colgate-Palmolive to Review Product's Name That Translates to 'Black People Toothpaste'| first=Delara| last=Shakib| work=NBC News| date=June 19, 2020| access-date= June 20, 2020}}</ref> At the time of the announcement, the [[Chinese language|Chinese]] name of Darlie was unchanged (still "黑人牙膏"). The announcement followed similar announcements made by [[PepsiCo]]–[[Quaker Oats Company|Quaker Oats]] ([[Aunt Jemima]]) and [[Mars, Incorporated]] ([[Uncle Ben's]]) for their respective brands. In November 2020, the brand remained on shelves in [[Hong Kong]].<ref>{{Cite news | last=Grundy| first=Tom| date=November 27, 2020| title=Darlie Toothpaste Remains on Shelves Five Months After Colgate Vowed to Rethink 'Racist' Brand| work=[[Hong Kong Free Press]]| url=https://hongkongfp.com/2020/11/27/darlie-toothpaste-remains-on-shelves-five-months-after-colgate-vowed-to-rethink-racist-brand/| access-date=November 27, 2020}}</ref>
On December 14, 2021, Hawley & Hazel announced the Chinese name of the brand will be changed from "黑人牙膏" ("Black Person Toothpaste") to "好來" ("Haolai") starting in March 2022, aligning it with the subsidiary company's name.<ref>{{cite news |title=【黑人牙膏】 黑人牙膏不再？ 品牌改用「 DARLIE 好來」 紳士頭像不變 - 香港經濟日報 - 即時新聞頻道 - 商業 |url=https://inews.hket.com/article/3131871/%E3%80%90%E9%BB%91%E4%BA%BA%E7%89%99%E8%86%8F%E3%80%91%20%E9%BB%91%E4%BA%BA%E7%89%99%E8%86%8F%E4%B8%8D%E5%86%8D%EF%BC%9F%E3%80%80%E5%93%81%E7%89%8C%E6%94%B9%E7%94%A8%E3%80%8C%20DARLIE%20%E5%A5%BD%E4%BE%86%E3%80%8D%E3%80%80%E7%B4%B3%E5%A3%AB%E9%A0%AD%E5%83%8F%E4%B8%8D%E8%AE%8A |access-date=14 December 2021 |work=inews.hket.com}}</ref><ref>{{cite web |last=Yuen |first=Simon |date=December 14, 2021 |title=Darlie updates Chinese name and logo while retaining English brand |url=https://www.marketing-interactive.com/darlie-updates-chinese-name-logo-and-english-keep-as-is |access-date=September 8, 2022 |work=Marketing Interactive}}</ref><ref>{{cite news |last1=Hazel |first1=Hawley & |title=Hawley & Hazel Introduces New Brand Initiative to Uplift Brand Value and Capture New Growth Opportunities in the Oral Care Category |url=https://www.prnewswire.com/news-releases/hawley--hazel-introduces-new-brand-initiative-to-uplift-brand-value-and-capture-new-growth-opportunities-in-the-oral-care-category-301443829.html |access-date=14 December 2021 |work=www.prnewswire.com |date=14 December 2021 |language=en}}</ref><ref>{{cite news |title=88年歷史「黑人牙膏」將消失！母公司宣布明年3月更名 {{!}} 聯合新聞網：最懂你的新聞網站 |url=https://udn.com/news/story/7270/5961567 |access-date=14 December 2021 |work=聯合新聞網 |date=2021-12-14 |language=zh-Hant-TW}}</ref>
== Product and market share ==
The original flavor of Darlie was mint. Other flavors are available for children.<ref>http🖉{{Cite web | url=https://www.darlie.com.hk/en/products/toothpaste/darlieby-juniorrange/kids| title=Darlie Hong Kong &#124; Toothpastes, Toothbrushes & Oral Care Tips| website=Darlie Hong Kong Official Page}}</ref>
{{As of|1989}}, the toothpaste held a 75% market share in [[Taiwan]], 50% in [[Singapore]], 30% in [[Malaysia]] and [[British Hong Kong|Hong Kong]] and 20% in [[Thailand]].<ref>{{cite news | last=Whiting |first=Kenneth L. |location=Singapore |url=http://fiji4.ccs.neu.edu/~zerg/lemurcgi/ISU_data/TREC/cd-data/vol1/ap/ap890417 |title=Darkie Toothpaste Changes Name |date=1989-04-17 |agency=Associated Press |access-date=2013-10-29 |url-status=dead |archive-url=https://archive.today/20131030095139/http://fiji4.ccs.neu.edu/~zerg/lemurcgi/ISU_data/TREC/cd-data/vol1/ap/ap890417 |archive-date=2013-10-30 }}</ref> As of late 2018, Darlie is one of the bestselling toothpaste brands in its target market areas, with market shares ranging from 10 to 30 percent.<Ref>{{cite news| author=Christopher DeWolf| title=How Darkie, now Darlie, became East Asia's favourite toothpaste despite its blackface branding| url=https://www.scmp.com/lifestyle/health-wellness/article/2176817/how-darkie-now-darlie-became-east-asias-favourite| publisher=South China Morning Post| date=2018-12-10}}</ref>
==See also==
* [[Chocolate-coated marshmallow treats]], which in many languages are named with words akin to "darky"
* [[Use of nigger in proper names#Commercial products|Commercial products using the word "nigger"]]
* [[List of toothpaste brands]]
* [[Index of oral health and dental articles]]
==Notes==
{{notelist}}
==References==
{{reflist}}
{{Portal|Companies}}
==External links==
* {{Official website|http://www.darlie.com/}}
* [https://web.archive.org/web/20160520151454/http://www.wholepop.com/features/oral/strange.html "Darkie Toothpaste" Blackens Colgate's Reputation]
{{Colgate-Palmolive}}
[[Category:Products introduced in 1933]]
[[Category:Brands of toothpaste]]
[[Category:Colgate-Palmolive brands]]
[[Category:Taiwanese brands]]
[[Category:Hong Kong brands]]
[[Category:Race-related controversies in advertising and marketing]]